INTERVIEW: JULIA VERBICKAYA - THE STYLE HUNTER

Julia is one of Latvia’s and Baltic’s most prominent fashion stylists and one of Leopard magazine muses. She is known for her distinctive perspective on fashion, sharp sense of humor, and bold approach to style. She has worked with leading fashion magazines, collaborated with international brands, and now focuses on personal styling, shopping consultations, and wardrobe makeovers. On her Telegram channel Style Hunters, she shares fashion and lifestyle news, inspiring her followers to embrace their individuality while staying stylish. We sat down with Julia to find out more about her career, life, work and style hunting.

Julia, you’ve worked with leading Latvian fashion magazines and collaborated with

international brands. How did it all begin, and what first attracted you to the world of fashion?

I’ve always loved fashion, but when I finished school, the stylist profession wasn’t really popular in Latvia yet. There were designers, models, makeup artists, but almost no stylists. So I didn’t even consider it as a possible path. I decided to choose something “safer” and went to study economics and marketing.

But during the very first lecture, I realized - this is not for me. It felt way too boring! I decided not to torture myself and tried to get an internship at a marketing agency instead. I sent about 50 emails to different agencies asking to take me on and even without pay. Not a single reply.

In desperation, I thought, “I have nothing to lose,” and wrote to L’Officiel magazine. And they accepted me as the assistant to the fashion editor, Olga Kolotova. That’s how my journey in the fashion world began.

You’ve worked both on high-fashion photoshoots and with personal styling clients. How do these two worlds differ?

They’re very different. When working with clients, a stylist needs not only fashion knowledge but also a good understanding of body types. Clients often want to look slimmer, younger, or taller. And quite often, you need to be a bit of a psychologist to sense what they really need.

With models and editorial work, body shape doesn’t matter and nor do the model’s personal preferences. That’s why, for me, working with private clients has always been more challenging than styling a photoshoot.

Over my 12-year career, I’ve realized that working with clients is what I truly love most — because you see the results instantly. I love watching a woman’s eyes light up, her posture change, and her confidence grow when she puts on something that truly suits her.

For a long time, I only did editorial styling, but eventually, that world started to feel limiting. Mainly because, in Latvia, it’s poorly paid and also because it’s hard to find interesting clothing for shoots here. Many times, we literally had to “create something out of nothing.”

What has been the most unusual or memorable moment of your styling career?

Throughout my career, I’ve styled both local and international stars, participated in fashion shows, and created campaigns for well-known Latvian brands. I’ve worked with many local and foreign magazines.

But the moment that stands out the most was my first photoshoot published in L’Officiel. I couldn’t even dream of something like that at the time. I remember sitting on my balcony, crying from happiness. Funny enough, I recently found that photoshoot images on my phone and it’s been 12 years, but it still looks amazing.

Your style is always chic, bold, and on-trend. If your wardrobe could speak, what would it say about you — in one sentence?

I think I have a split personality.

My wardrobe is full of contrasts — in the morning I can look like a total bum (By the way, I’m convinced that if past lives exist, I must’ve been homeless once - that’s the only explanation for my love of distressed fabrics, frayed edges, and even holes.). Baggy jeans, sneakers, and hoodies are my must-haves.

But in the evening, I love to dress up. I like mini skirts, heels, glitter and feathers. That’s my second wind. I don’t believe in limiting myself to one style — that just feels boring and predictable to me.

If your current life were a song, which one would it be?

Music and I have a close relationship — I studied piano for ten years at music school. I literally can’t live without it. My “split personality” shows here too, because I listen to everything from Andrea Bocelli to Kendrick Lamar.

It’s hard to choose just one, but if I must, then it would be: Prince – “Purple Rain.”

Do you think personal style can be taught, or is it something you’re born with?

I’m 100% sure it can be learned. Sometimes I look at old photos of myself at 18–20 and think, “If someone told me this girl would become a stylist, I’d just laugh.”

Style is a skill — like any other. You can’t learn to ride a bike without practice, and it’s the same with clothes. If you dedicate time, explore, and train your eye, you’ll easily develop a personal style and understand what suits you (and what doesn’t).

When I created my private fashion channel, my main goal was to help completely different women feel fashion and learn to dress stylishly without a stylist. The channel has existed for four years now, and to me, that’s proof that this approach works.

What’s one fashion “rule” you always break — and why?

There’s no rule I haven’t broken. In life, I don’t like restrictions, and that’s probably my rebellious nature. If there’s a rule to break — I will break it.

I love mixing the unmixable. I can go to a restaurant in a hoodie and wear a feather dress for breakfast. I mix €1 thrift finds with luxury pieces, and I love wearing different metals together.

Rules like “black and navy shouldn’t be worn together” feel terribly outdated to me. I think style begins the moment you start breaking the rules. That’s what creates your unique signature self.

You’ve built a loyal community on your Telegram channel, Style Hunters. How is that different from working with clients one-on-one? And why should readers join?

Honestly? The channel can fully replace a stylist. It features regular updates from everyone’s favorite stores — Zara, H&M, COS, and more. Subscribers can ask me questions, and there’s even a “wardrobe review” section where members send me photos of their clothes, and we discuss what to keep or toss.

There’s a huge amount of info and it costs as little as a Zara blouse. I know my personal consultations aren’t cheap (€400 for a wardrobe analysis, €500 for shopping), but I wanted to create something affordable for everyone. That’s how the channel started and it is only €33/month investment in yourself.

I’m truly happy that over four years, I’ve built a large, active community of women.

On Instagram, you share weekly fashion and lifestyle updates with humor. Why did you choose that approach instead of traditional style advice?

I love humor. I think too many people take fashion way too seriously. I like to “laugh about it,” and my audience enjoys that too. That’s how the idea for Fashion News came about — a place where fashion, news, and humor meet.

What’s your favorite travel destination — and where do you dream of going next?

In the beginning of this year, my husband and I went to Bali — and I can’t wait to go back. Wearing only shorts, riding a scooter, not drying my hair or wearing makeup — perfect! And it turned out that’s exactly what I needed.

The biggest surprise was the food — it’s amazing everywhere, whether it’s a street stall or a fancy restaurant. The people are incredibly kind and will do anything for you, which is why the service is so great.

As for dream destinations it has to be Japan and Antarctica.

We know you love to travel, but you’re not a fan of flying. Many of us can relate (including myself). What’s your routine for managing flight anxiety?

My fear of flying is directly tied to my fear of death. I started reading about how planes actually work — to understand how tons of metal can stay in the air. Spoiler: it didn’t help much.

Yes, I got less anxious, but probably just from flying often and realizing there’s no alternative. The only truly effective trick? A pre-flight drink. Works like a charm. Of course, for long flights that’s not sustainable, because you can’t drink for 20 hours straight! So for those, I rely on sleeping pills.

What trends should we look out for this Fall/Winter 2025 season?

I’m anti-trend. Trends are marketing and a way for brands to make us buy new stuff each season. To look modern, yes, your wardrobe should feel current, but that has nothing to do with trends.

What really matters is getting rid of outdated pieces — those make you look older. Whether you own trendy “Aladdin pants” or not makes zero difference. I always vote for personal style. If something trendy fits your vibe — great, wear it. But if you’re buying it just because “everyone is,” I don’t support

that.

Personally, I love the windbreaker trend this fall, but worn in contrast with something elegant, like skirts and heels. However, not everyone needs one. And if you don’t yet have a good coat, leather jacket, or quality puffer vest, don’t even think about buying a windbreaker yet. Always build your wardrobe on a solid foundation first and then add the trends.

Are there any AW25 trends you hope don’t make it into our wardrobes?

Knee-length pencil skirts are my nightmare. Yes, they can look great on the runway, but in real life, they make 90% of legs look shorter and thicker. The hemline right at the knee draws attention to the widest part of the leg. Skirts should end at the slimmest point and that’s what makes legs look longer. And a slit helps too — it always visually elongates.

What’s your go-to piece that instantly elevates a winter look?

A great, modern outerwear piece is an absolute must-have. If your coat or jacket looks outdated, no amount of stylish sweaters, bags, or hats can save the outfit.

What’s one fashion investment worth making this season (for both women and men)?

Since it’s cold here in the Baltics for nine months a year, outerwear is something you shouldn’t save on. You wear it daily, therefore your coat, down jacket, or fur (depending on taste) should be quality and current.

Tight, narrow-shouldered coats and jackets look outdated now. Outerwear should be slightly oversized — it’s both modern and practical. You can layer sweaters or blazers underneath easily. Always try outerwear on with something thicker underneath as it helps you choose the right fit and ensures everyday comfort.

What does your daily beauty or wellness routine look like?

Unfortunately, with each year, it takes more effort to look good. If before I just needed “a good night’s sleep,” now it’s a whole system: I work out 3–4 times a week, go for anti-cellulite massages, visit my cosmetologist, and try to eat healthy. After 30, I realized it’s a never-ending process and my bathroom shelves are filling up with creams.

Do you have any rituals that help you stay creative and energized in such a fast-paced industry?

Work takes a lot of energy, so at least once a week, I need a day just for myself. My perfect day: don’t leave the house, sleep till noon, eat good food, and watch TV series. Those “do nothing” days recharge me the most.

I’m always running around, so the worst thing on a day off would be… more running. I love traveling too, but my ideal trip is the same — eat, sleep, enjoy the view. Definitely, not waking up at 7 a.m. for a temple tour.

If you could leave Leopard readers with one life tip — what would it be?

Since I’m a stylist, it’ll be about fashion:

If you don’t have good basics, you can’t have a stylish wardrobe. That’s why we often feel “I have nothing to wear.”

Wardrobe foundation:

perfectly fitting jeans

white t-shirts

black suit or blazer

quality everyday bag

a coat that goes with everything

Why it matters: basics are like chameleons and you can wear them in countless ways. Jeans with a sweater and sneakers work for day; with heels and a blazer — for night. A black blazer works for the office or a party, depending on accessories. You don’t need a lot of clothes to look stylish — just the right base.

And finally — what’s next for you?

Right now, about 80% of my Style Hunters channel audience is from Latvia. That’s been an amazing foundation, but now my team and I are working hard to expand and enter the European market.

You can find Julia’s inspiring fashion channel “Style Hunters”

on Telegram.

Follow Julia’s fashion style, tips and some fashionable humor on her Instagram:

@juliyaverbickaya